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Major Bounce Rate Drop for Grundfos

Project Description

Grundfos needed Mjølner’s User Experience (UX) skills to solve issues with their French support site. A high bounce rate, a busy phone line, and a lacking support site were the main pains before our UX Consultant and Designer went through a Hackathon workshop with them in Lyon, France. Providing a user-centered approach to defining and designing an overall embracing concept, Mjølner delivered facilitation, design-thinking, and inspiration to Grundfos’ team. Eventually, the outcome was a support site bounce rate drop from 79 % to 45 %, and two more hackathons in Germany and England.

Mjølner facilitated a Hackathon for Grundfos in Lyon, France. The issue was this: Grundfos’ French support webpage was not working as intended. Customers were unable to serve themselves, and the phone number that the page provided, was busy from recurrent simple requests that could be anticipated by a user-friendly website. Grundfos wanted to make their customers more self-sufficient, to make a great support-site, and to be able to help appropriately and with quality over the phone.

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Facilitating A Creative Framework

According to our senior UX Consultant, Kasper Mathias Svendsen, a Hackathon is all about putting the right people together through an intense period of time, in order to get from idea to tangible prototype fast.

The basic steps of the Hackathon were the following:
1. Baseline – who uses the systems? What kind of problems do they have? What does site statistics say about user behavior? Etc.
2. Inspiration session – inspiration and knowledge about how to make great systems and how to work user-centered. Mindset adjustment tuned to design thinking and to placing the user in the center. Discover what kinds of issues Grundfos wanted to solve with this process, and give inspiring examples of how other conglomerates solve the issue of a support site
3. Ideation session – sketching the concrete ideas
4. Realization – wireframing, graphic design, and “plug it in”

After the team had discovered 1. What the specific issues were, and 2. How we potentially could solve these issues, we started sketching a customer journey from the occurrence of an initial problem to the solution.

We used thought-cards and a map showing all content, touchpoints, help options, as well as concrete features.

There were many problems and many paths that we could take. Therefore, we put it all together and started ideating and following the user experience to come up with an efficient solution.

From all of this, we concretized a few ”pockets” to focus on and create prototypes from.

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From here, our senior UX Consultant created wireframes, and our Graphic Designer started designing. Meanwhile, the Grundfos team fine-tuned what was going to make the cut.
In just two intense days we created breeding ground for the solution to the problem, kick-started the project, and created an artifact as the basis for the final launched product. The next month followed finishing touches and graphics before the site was ready for launch.

It was really inspiring to gather so many competencies in the same room who can act on each part of the value stream towards a common result. The experience led to something concrete in a shorter amount of time than in a normal workflow.

– Florian De Joannes, Operations Director, Grundfos, France

After the launch of the new support site, the bounce rate of the site dropped from 79 % to 45 %. The optimized and user-centered site met the goals of the Hackathon: the users were now able to help themselves via a clear and user-friendly site.

Energy Check and Creating A Targeted Funnel

The success in Lyon inspired two more Hackathons under the auspices of Grundfos. One was held in Germany where we ended up creating a support site that went from being more or less non-existing, to a successful site with more than 8.000 hits per month.

The Mjølner Hackathon was a well-structured process that was very result-oriented. There was a clear goal of a tangible result. I really appreciated the User Experience part with inspiration towards how we deliver value propositions and what triggers we can work with for the good user experience. That was a very positive contribution. With Mjølner’s designer working on the sideline, we quickly had a tangible outcome of the process.

– Bo Mortensen, EMEA Customer Care & Demand Plan Director, Grundfos

The other Hackathon was held in Milton Keynes, UK. Here, we assisted Grundfos in creating a more appealing and successful sales website for their product, Energy Check.

With Energy Check, the customer can get Grundfos consultants to look at their pumps for free and see what should be upgraded in order to save large amounts on their electricity bill while providing a great payback option. Therefore, the task here was to make Energy Check’s website more appealing, and to create a funnel for potential new business.

During a Hackathon process similar to the one in Lyon, a Grundfos team and our senior UX consultant and Graphic Designer created a landing page and email-flow to attract customers into the funnel of booking Grundfos’ consultants.

The Mjølner Hackathon was very useful. It allowed us to see the product almost in real time, and to make improvements there and then. It gave us a great foundation to build upon.

– Tim Wilkes, Director of Marketing, Grundfos, GB

We created a one-page site, based on how to make effective landing pages. We knew what buttons to push, so to speak. For example: there must always be a primary call-to-action with an inviting text and look. Another task was to figure out what kind of people were entering the site – for example: if a person in the hotel business is entering the site, hotel examples have to come up first on the landing page. That way, Grundfos can target specific users.

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In Milton Keynes, the Grundfos team had many of the ideas already, but they needed Mjølner’s help to get started and to show them the successful working methods. We took the baton and started illustrating content and ideas, and said: “How about we do it this way?”

The role of a kind of project manager is normal for our UX consultants. They are not simply User Interface experts. They also take on a leading and bridge-builder role when assisting our clients.

The kind of value Mjølner’s UX consultant can add to a business, is extremely wide. It ranges from humanistic values to down-to-earth criteria such as getting people to talk, as well as helping them say what they need to say. Oftentimes, our UX consultants experience that there is much hidden knowledge laying around. Someone from the outside has to provoke it to come out. In other words, we create the facilitation of the right setting and the creation of a collaborative room.

Second step, of course, is the User Interface part, where our UX consultants use their skills in wireframing, visualization, interface development, best practices, communication with the graphic designer(s), etc.

In other words, UX is not simply UI. Our consultants can take the lead if you need them to. Just ask Grundfos.

Project Details

  • Client
    Grundfos
  • Tags
    Digital Innovation, User Research, Digital Experience
The Mjølner Hackathon was very useful. It allowed us to see the product almost in real time, and to make improvements there and then. It gave us a great foundation to build upon.
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